Resumen de Gender and media matters in peace communication
Researching the dyad of gender and media in the field of peace communication was never as important as it is now. Against the background of the rapidly evolving nature of media products, technology, and actors, their accumulation and juxtaposition characterizes the current media landscape. Along with critical and innovative content, stereotyped images and vociferous onslaught on the subject of gender equality coexist.
The gender bias continues despite the recent more innovative and critical content produced through co-creation and contestation. The propagation of a hegemonic worldview of male supremacy is perpetually witnessed not just in fictional but also in factual programming strands. The ways in which women are signified in the media send important messages to the audience about women’s role, women’s lives, and women’s place. It is argued that the global discourse on gender studies would be inadequate without proper representation of theoretical and empirical accounts from the Global South. Studying gender and media from distinctive cultural perspectives with data from recent messages will enhance the inclusivity and universality of our views. By applying feminist media theory, this research resorts to a set of analytical terms and nuanced language to interrogate the cultural frames circulating in the Pakistani media. Using a feminist lens, this paper enhances the variety of viewpoints on the subject matter, by giving voice to the perspectives of the women of the Global South, thus contributing to highlighting new or lesser-known dimensions of gender and media studies.
